APPLYING THE TOE MODEL TO ANALYZE THE LEVEL OF DIGITAL TRANSFORMATION ADOPTION IN ONLINE SALES AMONG HANDICRAFT MANUFACTURING ESTABLISHMENTS IN HUE CITY

Abstract

This study examines the factors influencing the adoption of digital transformation in online sales activities among handicraft manufacturing establishments in Hue City. Based on the Technology–Organization–Environment (TOE) framework, the study develops a research model consisting of three groups of factors affecting the level of digital transformation adoption. Data were collected from 90 handicraft manufacturing establishments using 17 observed variables. The results indicate that the measurement scales demonstrate high reliability, with Cronbach’s Alpha values exceeding 0.7. Exploratory factor analysis (EFA) identifies three factors, explaining a total variance of 71.63%. Regression analysis reveals that all three factors have positive and statistically significant effects on digital transformation adoption, with the technological factor exerting the strongest influence. The study provides empirical evidence supporting the application of the TOE model in the context of the local handicraft industry and serves as a basis for proposing solutions to promote digital transformation that align with the specific characteristics of Hue City.